Poynter EyeTrack Tablet Presentation SXSW

EyeTrack: Tablet ResearchTHE POYNTER INSTITUTE FOR MEDIA STUDIES#poyntertab

How do peoplechoose what toread on a tablet?

And how do they read,once they choose?

We asked them.

We watched them.

And we looked closelyat how they interactedwith the stories.

THE PEOPLE:We tested 36 people who had each useda tablet for at least six months. Female 52% 48% Male

THE PEOPLE:We tested two, distinct age groups. 18-28 years old 48% 52% 45-55 years old “Printnets”

THE PEOPLE:We tested two, distinct age groups. “Digital Natives” “Printnets” 18-28 years old 48% 52% 45-55 years old

THE PEOPLE:We tested two, distinct age groups. “Digital Natives” “Printnets” 18-28 years old 48% 52% 45-55 years old Among the ﬁrst adults Referring to one foot in who don’t have strong the print world, one foot recollection of life in the “’Net” world. before digital.

THE TESTING PROTOCOL:Testing was done over the summer of 2012.Recruited participants were told that they would be with us for 90 minutesfor a study about reading on tablets, but we did not tell them how long theyhad to read.

THE TESTING PROTOCOL:The eyetracking glasses contained two smallcameras — one that recorded eye movementand another that recorded where the reader looked.

THE TESTING PROTOCOL:We standardized experience to limit variables.We used one kind of tablet, an iPad presentedin landscape orientation on a wedge-like pillow.

THE TESTING PROTOCOL:We asked them to read for first for five minutes.We wanted them to be comfortable in thetesting environment.

THE TESTING PROTOCOL:Each person then read one of our prototypesfor approximately ten minutes.

The Poynter prototypesOur home page designs were inspired bycommon navigation styles currentlyin the news market.

THE PROTOTYPES:Traditional, INSPIRED BY THE BOSTON GLOBE AND THE NEW YORK TIMES

THE PROTOTYPES:Carousel, INSPIRED BY NPR AND PULSE

THE PROTOTYPES:Tile, INSPIRED BY FLIPBOARD

We wanted to compare how people chose a story.Traditional Carousel Tile

We wanted to compare how people chose a story.Traditional Carousel TileOnce they madea choice, weanalyzed howthey read.

We wanted to compare how people chose a story.Traditional Carousel TileOnce they made There was one,a choice, we unified design foranalyzed how the stories.they read.

Traditional Carousel Tile

The storiesOur designs were rather simple—created as a baseline for research.

THE STORIES: TEXT WITH A STILL PHOTO

THE STORIES: TEXT WITH A STILL GRAPHIC A Lost Secret: The once and future way to run

THE STORIES: SLIDESHOWS

THE STORIES: TEXT WITH A VIDEO

THE STORIES: VIDEO

THE STORIES: POP-UP GRAPHICS

POP-UP GRAPHICS

THE STORIES: There were five still photos. NEWS BUSINESS SPORTS LIFE Extra Olympics “Higher Ed” is Leakey: Skepticism Suspect shoots pay for London the a big problem over evolution will Still photo himself after chase subway staff for the NCAA soon be history Belief in global Home prices rise The once and Recommendations Still graphic warming grows around the U.S. future way to run for summer reading A stray bullet, a Nurturing a baby Best sports photos Proud of service, aPhoto gallery world of adjustment and a start-up of the year vet battles PTSD for blind boy How population Graduating into Mariano Rivera’s Dancing cop takes Video grew to 7 billion debt: soaring costs one-of-a-kind, “Travolta Moves” signature pitch to the streets Japan tsunami Which cities have Kobe Bryant vs. Survey shows how Pop-up debris floats closer the competitive Michael Jordan the world surfs the edge? internet

THE STORIES: There were five still graphics. NEWS BUSINESS SPORTS LIFE Extra Olympics “Higher Ed” is Leakey: Skepticism Suspect shoots pay for London the a big problem over evolution will Still photo himself after chase subway staff for the NCAA soon be history Belief in global Home prices rise The once and Recommendations Still graphic warming grows around the U.S. future way to run for summer reading A stray bullet, a Nurturing a baby Best sports photos Proud of service, aPhoto gallery world of adjustment and a start-up of the year vet battles PTSD for blind boy How population Graduating into Mariano Rivera’s Dancing cop takes Video grew to 7 billion debt: soaring costs one-of-a-kind, “Travolta Moves” signature pitch to the streets Japan tsunami Which cities have Kobe Bryant vs. Survey shows how Pop-up debris floats closer the competitive Michael Jordan the world surfs the edge? internet

THE STORIES: There were five photo galleries. NEWS BUSINESS SPORTS LIFE Extra Olympics “Higher Ed” is Leakey: Skepticism Suspect shoots pay for London the a big problem over evolution will Still photo himself after chase subway staff for the NCAA soon be history Belief in global Home prices rise The once and Recommendations Still graphic warming grows around the U.S. future way to run for summer reading A stray bullet, a Nurturing a baby Best sports photos Proud of service, aPhoto gallery world of adjustment and a start-up of the year vet battles PTSD for blind boy How population Graduating into Mariano Rivera’s Dancing cop takes Video grew to 7 billion debt: soaring costs one-of-a-kind, “Travolta Moves” signature pitch to the streets Japan tsunami Which cities have Kobe Bryant vs. Survey shows how Pop-up debris floats closer the competitive Michael Jordan the world surfs the edge? internet

THE STORIES: There were five videos. NEWS BUSINESS SPORTS LIFE Extra Olympics “Higher Ed” is Leakey: Skepticism Suspect shoots pay for London the a big problem over evolution will Still photo himself after chase subway staff for the NCAA soon be history Belief in global Home prices rise The once and Recommendations Still graphic warming grows around the U.S. future way to run for summer reading A stray bullet, a Nurturing a baby Best sports photos Proud of service, aPhoto gallery world of adjustment and a start-up of the year vet battles PTSD for blind boy How population Graduating into Mariano Rivera’s Dancing cop takes Video grew to 7 billion debt: soaring costs one-of-a-kind, “Travolta Moves” signature pitch to the streets Japan tsunami Which cities have Kobe Bryant vs. Survey shows how Pop-up debris floats closer the competitive Michael Jordan the world surfs the edge? internet

THE STORIES: There were five pop-up graphics. NEWS BUSINESS SPORTS LIFE Extra Olympics “Higher Ed” is Leakey: Skepticism Suspect shoots pay for London the a big problem over evolution will Still photo himself after chase subway staff for the NCAA soon be history Belief in global Home prices rise The once and Recommendations Still graphic warming grows around the U.S. future way to run for summer reading A stray bullet, a Nurturing a baby Best sports photos Proud of service, aPhoto gallery world of adjustment and a start-up of the year vet battles PTSD for blind boy How population Graduating into Mariano Rivera’s Dancing cop takes Video grew to 7 billion debt: soaring costs one-of-a-kind, “Travolta Moves” signature pitch to the streets Japan tsunami Which cities have Kobe Bryant vs. Survey shows how Pop-up debris floats closer the competitive Michael Jordan the world surfs the edge? internet

THE STORIES: POP-UP GRAPHICS

FINDINGSThis is how they chosewhat to read.

THE PEOPLE:More people expressed a preference for usinga tablet in a horizontal or landscape orientation. 70% Landscape 30% Portrait

THE PROTOTYPES:83 percent said the traditional prototype wasmost similar to what they regularly use. Carousel Traditional 83% 13% 4% Tile

THE PROTOTYPES:50 percent said they would choosethe carousel design. Carousel Traditional 50% 35% 15% Tile

THE PROTOTYPES:Comments about the tile design:“It’s tidier. I can get through it to save time.”

THE PROTOTYPES:Comments about the tile design:“It’s tidier. I can get through it to save time.”“(It) is more focused.”

THE PROTOTYPES:Comments about the tile design:“It’s tidier. I can get through it to save time.”“(It) is more focused.”BUT OTHER PEOPLE SAID ...“Makes me work too hard.”

THE PROTOTYPES:Comments about the tile design:“It’s tidier. I can get through it to save time.”“(It) is more focused.”BUT OTHER PEOPLE SAID ...“Makes me work too hard.”“Makes me do another click.”

THE PROTOTYPES:Comments about the tile design:“It’s tidier. I can get through it to save time.”“(It) is more focused.”BUT OTHER PEOPLE SAID ...“Makes me work too hard.”“Makes me do another click.”“I definitely don’t like the ‘mystery meat’ of having to guess what’s behind an image.”

THE PROTOTYPES:Comments about the traditional design:“I like hierarchy.”

THE PROTOTYPES:Comments about the traditional design:“I like hierarchy.”“I am big on written context. That’s just me. The more description I can get, the more I like it.”

THE PROTOTYPES:Comments about the traditional design:“I like hierarchy.”“I am big on written context. That’s just me. The more description I can get, the more I like it.”“I don’t want to see a democratized judgement. I like to see that some editor has made a judgement for me about what is important.”

THE PROTOTYPES:The carousel was the favorite, but it also drew themost intense reactions, both pro and con. Carousel Traditional 50% 35% 15% Tile

THE PROTOTYPES:People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”

THE PROTOTYPES:People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”“The carousel gives me a quicker idea of what’s there to read.”

THE PROTOTYPES:People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”“The carousel gives me a quicker idea of what’s there to read.”“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”

THE PROTOTYPES:People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”“The carousel gives me a quicker idea of what’s there to read.”“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”“Pictures can say a lot.”

THE PROTOTYPES:People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”“The carousel gives me a quicker idea of what’s there to read.”“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”“Pictures can say a lot.”“It helps me to make adecision quickly.”

THE PROTOTYPES:People who didn’t like the carousel design said:“The carousel might be overwhelming. Carousel

THE PROTOTYPES:People who didn’t like the carousel design said:“The carousel might be overwhelming.“The carousel is too busy. Carousel I don’t know which to look at first.”

THE PROTOTYPES:People who didn’t like the carousel design said:“The carousel might be overwhelming.“The carousel is too busy. Carousel I don’t know which to look at first.”“The carousel prevents me from focusing on the print.”

THE PROTOTYPES:People who didn’t like the carousel design said:“The carousel might be overwhelming.“The carousel is too busy. Carousel I don’t know which to look at first.”“The carousel prevents me from focusing on the print.”“I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!”

THE PROTOTYPES:People who didn’t like the carousel design said:“The carousel might be overwhelming.“The carousel is too busy. I don’t know which to look at first.”“The carousel prevents me from focusing on the print.”“I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!”

FINDINGSThe behaviors

THE BEHAVIORS:People tended to enter through a dominant element.

THE BEHAVIORS:This echoes earlier EyeTrack findings. X

THE BEHAVIORS:In lieu of a clear dominant element,faces also drew a lot of attention.

THE BEHAVIORS:People fixated 18 times before choosingtheir first story.

THE BEHAVIORS:People fixated 18 times before choosingtheir first story. X X X X X X X X X X X X X X XX X X

THE BEHAVIORS:But …

THE BEHAVIORS:… People who did not finish reading their first storyfixated only nine times before choosing. X X X X X X X X X

THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read.

THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read.Of the people who did not finish reading a story,they read for an average of 78.3 secondsbefore leaving the story entirely.

THE BEHAVIORS:An overall average of a minute and a half(98.3 seconds) was spent on the first storya person selected to read.Of the people who did not finish reading a story,they read for an average of 78.3 secondsbefore leaving the story entirely.We’ve been calling this the “bail out point.”

THE BEHAVIORS:And it might be a good benchmark forestablishing a “gold coin” like a simplepullout quote or visual element thatkeeps the reader engaged abouthalfway through a long story.

THE BEHAVIORS:67 percent used native controls, like the back buttonto get to their second story.

THE BEHAVIORS:… even though nav tools were built in.

THE BEHAVIORS:… even though nav tools were built in.People will default to what they know—if it’s available.

THE BEHAVIORS:Very few people used thumbnails to progress throughthe gallery. The majority used advance buttons.

FINDINGSThis is how they read.

THE BEHAVIORS: About half of the people tested read methodically, while half read in a scanning manner.Methodical readers 48% 52% Scanning readers

THE BEHAVIORS: About half of the people tested read methodically, while half read in a scanning manner.Methodical readers 48% 52% Scanning readersOften read in sequence.Tended to read story listsfrom top to bottom.Might have looked away from textto other elements, but went backto the same place.Tended to read captions.

THE BEHAVIORS: About half of the people tested read methodically, while half read in a scanning manner.Methodical readers 48% 52% Scanning readersOften read in sequence. Looked at headlines, lists and other display elementsTended to read story lists without much text reading.from top to bottom. Read part of a story, jumpedMight have looked away from text to photos or other elementsto other elements, but went back without going back to the sameto the same place. place in the text.Tended to read captions.

THE BEHAVIORS:About half of the people tested read methodically,while half read in a scanning manner. Printnets Digital Natives 45-55 years 18-28 years 76% Methodical 75% Scanning 24% 25% Methodical Scanning

THE BEHAVIORS: 61 percent of readers touched the screen frequently. Others were more hands off.Detached readers 39% 61% Intimate readers

THE BEHAVIORS: 61 percent of readers touched the screen frequently. Others were more hands off.Detached readers 39% 61% Intimate readersTouched the iPad screeninfrequently, makingdeliberate choices to touch.Looked thoroughly to decide beforethey tapped or swiped.Tended to touch carefully toarrange a full screen of text,then sat back to read.

THE BEHAVIORS: 61 percent of readers touched the screen frequently. Others were more hands off.Detached readers 39% 61% Intimate readersTouched the iPad screen Touched the iPad screeninfrequently, making frequently, or kept constantdeliberate choices to touch. contact with it.Looked thoroughly to decide before Tended to read one or twothey tapped or swiped. lines of text, then made subtle, frequent swipes to move aTended to touch carefully to few more lines of text intoarrange a full screen of text, their field of vision.then sat back to read.

THE BEHAVIORS:Detached reading behavior.

THE BEHAVIORS:Intimate reading behavior.

THE BEHAVIORS: INTIMATE READING BEHAVIORThese readers use their finger like a teleprompter.

THE BEHAVIORS: INTIMATE READING BEHAVIORAn analog tool helped people keep their place, a digitalversion might have a place in tablet design, too.

FINDINGSHere’s why this wasworth your time.

WHAT THEY CHOSE TO READ:Tablet users have a high number offixations before making a selection.

WHAT THEY CHOSE TO READ:Often, they fixate on the same storymultiple times before choosing it.

WHAT THEY CHOSE TO READ:More fixations before a selectionsuggests the user is more likely toread to completion.

HOW THEY READ:80-90 seconds was the critical‘bail out point.’

HOW THEY READ:80-90 seconds was the critical‘bail out point.’Offer them somethinggood, to keep themreading.

HOW THEY READ:Younger readers are morelikely to be scanners.

HOW THEY READ:Younger readers are morelikely to be scanners.Older readers are morelikely to be methodical.

HOW THEY READ:Younger readers are morelikely to be scanners.Older readers are morelikely to be methodical.Both read deeply, when theyfound what they wanted.

And next?

squinn@poynter.org@gotoplanbmario@garcia-media.com

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Poynter EyeTrack Tablet Presentation SXSW

by Sara Quinn on Mar 09, 2013

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Poynter EyeTrack Tablet Presentation SXSW Presentation Transcript